Živina

The solution

We helped Živina develop a functional strategy combining content and style, shot a sponsorship campaign that will make your taste buds tingle, and taught the world a simple phrase – Yum!

Markéta and Martin made the best homemade kimchi far and wide. Their friends couldn't get enough of it. And then their friends' friends wanted some too. So Markéta and Martin started a company, expanded their portfolio, improved the design, and came up with a cool name.

But that was just the beginning of their story...

Živina impressed us right from the start. Great products – not just kimchi, but also a wide range of healthy, tasty, and local foods.

However, they still sold mainly through e-shops and specialized health food stores. Živina didn't want to be a brand for "wannabe stylish chamomile teas." Sophisticated design, a profiled but versatile offering, and a friendly brand called for entry into the mainstream. This is what you want to have on supermarket shelves and buy every day, not just as a treat!

Together, we embarked on a communication strategy. Živina saw itself in the Swedish brand IKEA with its friendly communication, universal but high-quality products, and uniform design. The long-term goals were also clear—online supermarkets such as Rohlik and Košík and brick-and-mortar stores.

We came up with a package of ideas, which we then adjusted and modified. An important element soon crystallized—an emphasis on emotions, personal communication, simplicity, and humor. The more tomatoes, the thicker the ketchup. In the same way, we concentrated the basic themes, from health to taste to exaggeration, into a single word. Yum! Because that's exactly what Živina is, and the word that everyone ideally associates with it. Yum!

And we succeeded – we built a huge artificial forest (we collected natural materials throughout Prague and the surrounding area) and, using a "probe lens," we shot a really long take from a cart, in which the client's product was the real hero at the end. And of course, we added YUM! A diverse but unified campaign that will leave its mark.

The established communication line has proven to be sustainable in the long term. In addition to the well-known word "Mňam" (Yum), which Živina uses in all its communications (from radio spots to gift packages), the emphasis on brand personalization, the personal stories and faces of Markéta and Martin—has also caught on. Živina is talked about everywhere, its products can be purchased at Rohlik according to plan, and the established line has no clear expiration date. Quality, design, humor, and friendliness are as timeless as fairy tales.